Kellogg’s drive interaction
January 31st, 2006 -
It’s good to see the success of Kellogg’s new chat website to support their Drop a Jeans Size campaign.
Drop a Jeans Size – a smart name for what was the Special K diet – advocates a simple two-week diet where two meals a day are replaced with a bowl of Special K (in any of its varieties).
To support the campaign, the site uses online message boards and blogging groups to drive mutual support among dieters – and powerful word of mouth for the Special K diet.
Kellogg’s clearly understands its audience.
There are now nearly 1,000 postings in the public message boards alone, fuelled by a mostly female audience from around the country. The tone is familiar from message boards on sites such as handbag.com and ivillage; open, supportive and interactive, (though it’s a shame Kellogg’s have set up their boards in a way that doesn’t allow threads to be followed or commented on).
Perhaps the most innovative element is the fact that Kellogg’s appear to be using blogging to allow dieters to form small support groups, inviting friends to join them. A great idea for engaging the audience, offering a helpful support tool – oh, and it also spreads the word about the diet and the Kellogg’s site. …
The business of blogging
January 26th, 2006 -
I hear a lot of talk about what – if anything – makes a good corporate blog. Not surprisingly, I’m a firm believer that a blog, if managed well, is a brilliant way for companies to talk to their customers. Many of us are passionate advocates of the companies we work for (and will happily …
Message boards versus blogs
January 23rd, 2006 -
We are working with a customer in the automotive sector looking at commentary in both message boards and blogs. It has brought out some interesting characteristics of web users. The volume of commentary in blogs is somewhat lower, and that in message boards somewhat higher than we had anticipated. I am not aware of any …
Dallas
January 21st, 2006 -
Traffic has been slow here recently and there is a good reason for this. My wife Chloe and I had our first son, Dallas, on 13th December 2005. He is a sweet child, but has tended to take up many of those “blogging moments” (first thing in the morning and last thing at night). Sorry. …
How should corporate blog monitoring cope with spam?
January 4th, 2006 -
An excellent article in Red Herring reporting on work by Umbria in Boulder, Colorado, draws attention to the increasing problems posed by spam blogs or splogs. Apparently spam bloggers have targeted 44 out of the top 100 brands. This problem has vastly increased in severity since September/October 2005 when the blog spammers seemed to change …
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